STAMFORD: SponsorUnited, the global sports and entertainment intelligence platform tracking 1.1 million sponsorships and endorsements for 250,000 brands and properties across sports, media, music, and entertainment, has released its 2022-23 NBA Marketing Partnerships Report analyzing over 4,200 brands, 200 athletes and over 2,900 social posts in the NBA.
NBA team sponsorship revenue grew more than $100M from last season, reaching a record $1.4B in the 2022-2023 season. The NBA sponsorship portfolio also rose 3.5% year-over-year (YoY) with 2,430 new brand deals, but the increase in spend across deals is even more significant, rising 10.5% YoY, a media release said.
Category spend in the NBA continues to climb: This season saw high-growth categories like Financial, Retail, Sports Betting and Gambling & Lottery account for nearly half the total revenue increase, which in turn drove considerable revenue gains. The Finance category had a banner year in the NBA, ranking #1 in total spending, highest year-over-year spending growth, and growth in deal volume.
“The NBA continues to excel in attracting brands, evident in the record high sponsorship spend and continuous year-over-year spend increase,” said Bob Lynch, SponsorUnited Founder and CEO. “Whether it’s well-established partners or emerging categories like Sports Betting and Technology, the NBA and its players’ allure remains unmatched as brands recognize the distinct value this sport and its passionate fanbase offer to their marketing strategies. It is poised for continuous growth.”
